To hardcore gamers (aged between 18 to 25), only one thing matters; staying alive and getting to the next level of the first person shooter game they're playing. They understand the importance of blood for their survival in the game and now there is an innovative way to translate this into the 'real' world' and help real people too.

Asiasoft Online's game Special Force 2, Impact Hub for sustainable
social change, and game developer Dragonfly, have partnered to address a
pressing issue - a shortage of blood in blood banks, by reaching out to
gamers to help with the launch of Extra Life.

An in-game
activation encouraging gamers to get more blood in their game, simply by
donating their own blood. When die-hard gamers logged in for the latest
game update of Special Force 2, they discovered blood donation banners,
informing them how they could get Extra Life in three easy steps. Step
1) Donate blood. Step 2) Receive code. Step 3) Enter code in the game
for Extra Life. Turning thousands of first person shooters into saviours.

Extra Life will roll out across Malaysia, Singapore and the Philippines.

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